Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, ingredients that are said to assist the body in managing stress, have emerged as the latest health-focused addition to satisfy this rising demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which features Maca Root. Last year, REBBL Elixirs introduced its first adaptogen-infused products. GT’s Living Foods, widely recognized for its kombucha, has also launched a line of sparkling apple probiotic ciders that include adaptogenic mushrooms.
Currently, only a few major players in the beverage industry have rolled out products with adaptogens. Starbucks recently debuted a turmeric latte in London, while Food Navigator reports that beverage giants Coca-Cola and PepsiCo are dedicating resources to research and development in this area. Meanwhile, smaller brands like LA-based Immordl are centering their entire identity around adaptogens. They produce a triple-distilled, cold-brewed Arabica coffee that incorporates three adaptogens: rhodiola, maca, and guarana.
Although not all beverage companies specify how adaptogens may benefit consumers, Immordl makes it clear on their website. Their Nitro Super Coffee Elixir highlights that organic maca was traditionally used by the Incas for energy and endurance at high altitudes, while organic rhodiola rosea, an adaptogenic herb, was utilized by Vikings prior to battle. Additionally, organic guarana was employed by the Aztecs for energy before hunting. Immordl is cautious not to claim that consumers will gain energy from maca or guarana or feel like a Viking venturing into combat. This strategy effectively informs consumers about the potential advantages of adaptogens without crossing any lines with the Federal Trade Commission.
While adaptogens are becoming more prevalent on beverage labels, the segment has not yet seen explosive growth. Notably, mushrooms have experienced some of the most significant year-over-year increases, with maitake rising 811%, according to SPINS, while the more familiar licorice has remained relatively stable. This niche appears to have carved out a space within functional beverages and energy drinks. Given the challenges and costs associated with substantiating health claims, it is likely that adaptogens will continue to be regarded as a specialty ingredient rather than achieving meteoric popularity like kale. As consumers explore natural factors such as calcium along with other health benefits, the interest in adaptogens may evolve but remain within a more focused market segment.